Mirc Electronics business head Sunil Shankar said the brand will be relaunched as ‘Igo by Onida’ and the Onida brand will be eventually pulled out of the e-commerce platforms.

The Igo brand will now be positioned as youth-centric and Mirc will first launch flat panel television sets under this brand this festive season followed by air-conditioners, refrigerators and washing machines next year.

Makers of Onida range of electronic products, Mirc Electronics is going to relaunch the Igo brand in India as an online exclusive from this festive season as part of its strategy to compete against the growing competition in the Indian market.

Mirc Electronics business head Sunil Shankar said the brand will be relaunched as ‘Igo by Onida’ and the Onida brand will be eventually pulled out of the e-commerce platforms. The home grown consumer electronics maker said it is inking partnerships with Flipkat, Amazon, Paytm Mall and Tata Cliq to sell the Igo brand.

“We are extremely gung ho about the potential of Igo considering so many unknown brands are currently selling in e-commerce. We will club the Igo brand name with Onida to give it a goodwill and trust factor of the Onida brand. The Onida brand will be subsequently withdrawn from e-commerce,” said Shankar.

He said this strategy will also help to fight the huge price war between brands in offline and online marketplaces in categories like LED television.

Mirc had shelved the Igo brand around 2013 which in its earlier avatar was focussed on the rural markets and was only present in television. At its peak in 2010-11, the company had even sold half a million units of CRT TV under the Igo brand.

The Igo brand will now be positioned as youth-centric and Mirc will first launch flat panel television sets under this brand this festive season followed by air-conditioners, refrigerators and washing machines next year. The company will manufacture all the products at its plant in Maharashtra.

“We will launch only smart TV under Igo in screen sizes of 32 to 55 inches at compelling prices. Online business currently accounts for 10% of our sales and poised to become 12% this festive season, but we want to grow it further with Igo,” said Shankar.